So what does it mean for the European elections?
There is a pretty good example in the U.S. with the Trump-Clinton campaign,
and I will also quickly cover the Brexit campaign.
And the difference is between talking to everyone, like a TV spot,
a commercial on TV would try to do,
addressing millions of people at the same time.
Or there is what we call advertising micro-targeting.
When your passing a specific message, particularly on Facebook, LinkedIn, or Twitter,
to a very small fraction of the audience.
People you know will resonate with your message and really receive it well.
What happens is that the Clinton campaign massively invested in TV commercials.
So they put TV commercials in front of millions of people.
And in order to do that, you don't have a lot of leeway to produce a lot of commercials.
You need to restrict the number of passage of your commercial.
And the problem with that is that you tend to say the same thing to people who are very different.
Let's take a look for 30 seconds at that particular commercial.
*Music: Katy Perry - Roar*
So in this particular commercial spot, what do we see?
That there are at least 30 different types of people.
And they are all mixed together in this idea that America talks to everyone in the same
way, you have the same chances.
The problem with that is that if you have a frustration because you're a little bit
poorer or because you are richer and you actually pay too much in taxes, what do you think about
one spot that addresses everyone?
You're thinking, OK, Clinton is trying to tell me and other people one single message.
Because it's easier for her to mix everything at the same time.
What Trump did is spend 100 million dollars on Facebook advertising.
Which means targeting, micro-targeting, people only on the things they like.
If you like weapons, you would have advertising talking about
Trump and his appreciate of weapons.
If you're someone who is an underprivileged city 'banlieue', what would happen?
You would have a specific type of message telling you how successful you can be if Trump
actually goes on to the presidency.
And how hard he will work to give you the same chances that he had as a businessman.
Whether it's true or not, at least this resonates with your actual situation.
You have to understand that 100 million dollars
of micro-targeting advertising is a massive, massive budget.
And some of the advertising on Facebook had about 50 thousand variations on the title,
the image, and the description.
Which means that they were always optimising to reach the right people at the right time.
When we're talking about Cambridge Analytica or about fake news, I don't think they had
a great impact on the actual success of Trump.
But 100 million U.S. dollars on micro-targeting, that has a massive impact.
Brexit brought the exact same logic.
In this case, I took generic advertising during Brexit from "Vote Leave", targeting only nurses
working in the NHS hospitals.
So obviously in this particular case, that resonates a lot more with them
than for anyone in the general public.
So we're trying to get their vote and only their vote.
This video is part of a series on communication in the public sector.
Do not hesitate to comment to let us know what you think at what are your own challenges.
We'll try to answer all your questions, because that's what a community is for.
Hope you enjoy it and see you for the next episode.
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